In honor of the Lunar New Year (January 22, 2023), Sprinkles has partnered with Gold House, a leading Asian Pacific changemaker organization, to recognize the annual holiday celebrated across the world.

The two have designed a limited-edition Gold Bunny Almond Red Velvet cupcake ($6 at Sprinkles bakeries nationwide from January 16-29), symbolic of the Year of the Rabbit, featuring the bakery chain’s red velvet cake swirled with almond slivers on an almond cookie crust, topped with an almond cream cheese frosting and a Gold House sugar decoration. The cupcake’s central ingredient, almond, is symbolic of good luck in Chinese culture and is an ode to almond cookies traditionally gifted at this time.

Driven by Sprinkles’ Chinese American chief marketing officer Michelle Wong, this is the first time Sprinkles has created a Lunar New Year cupcake to continue the bakery’s mission to honor and recognize cultural traditions and holidays.

“Collaborating with a groundbreaking organization like Gold House to create Sprinkles’ first Lunar New Year cupcake is meaningful in every way,” says Michelle Wong. “Lunar New Year is a time to honor the ones we love and wish them an abundant and prosperous year ahead, and much of this is communicated and shared through food. Being able to share a piece of our culture with a wide audience is a dream come true.”

“Sprinkles is a cultural powerhouse, and we are honored to celebrate Lunar New Year together through this reimagining of their classic red velvet cupcake,” adds Jeremy Tran, chief operating officer and executive director of Gold House. “We can’t wait to see these special cupcakes play a part in festivities and well wishes for the year ahead.”

Sprinkles also worked with Gold House and AAPI designer Madison Mariani to design exclusive red envelopes traditionally gifted to loved ones during the holiday. The red envelopes will be included in all Lunar New Year Red Box Bundle orders.

The Lunar New Year Red Box ($88; available in bakeries nationwide Jan. 16-29) includes:

  • 3 Gold Bunny Almond Red Velvet cupcakes
  • 3 Red Velvet
  • 3 Dark Chocolate
  • 3 Strawberry
  • 8 Limited-Edition Red Envelopes

This initiative along with an upfront donation marks the start of Sprinkles’ ongoing relationship with Gold House as a nonprofit partner, with plans to expand offerings in 2023.